The WARC Podcast
Most Contagious Live: building creative effectiveness at Heineken and 2025 trends
Dec 19, 2024
Chloe Markowicz, Editor at Contagious, shares effective social media strategies, emphasizing genuine engagement and community involvement. Friederike Offermanns, Global Communication Manager at Heineken, discusses cultivating a culture of creative effectiveness. Tom Standage from The Economist highlights macro trends shaping 2025, including the impacts of economic policies and the evolving creator economy. The conversation dives into the importance of long-term partnerships and innovative campaigns that resonate with audiences amid uncertainty.
39:43
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Quick takeaways
- Heineken's culture of creative effectiveness is built on continuous learning and engagement at all organizational levels, enhancing brand storytelling.
- As brands look toward 2025, they must adapt to potential economic challenges and leverage AI technologies while aligning with workforce acceptance.
Deep dives
Effective Social Media Strategies
Social media has emerged as the leading channel for global advertising investment, emphasizing the importance of brands engaging authentically with their audiences. Successful campaigns, like Charli XCX's Brat album launch, utilize a conversational approach, prioritizing interaction over traditional advertising methods. By embedding Easter eggs and encouraging fan participation, the campaign generated significant organic buzz, demonstrating the value of fostering engagement rather than merely broadcasting messages. Brands can learn from this by shifting their focus towards community interaction and being responsive to current trends, making their campaigns more participatory and enjoyable.
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